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Perception Analyzer Research Philip Morris as Development Test, Denver and Columbus [Part 2]


Published 1999


Ratings of various commercials designed to raise public opinion about the Philip Morris Companies. A graph showing the extent to which people liked or disliked the company is superimposed on a video of the commercial. The ratings were taken in January and February 1999 in Denver and Columbus, Ohio. There are four groups of participants: a general audience, Generation X, parents, and opinion elites. The commercials focus on Philip Morris' philanthropic ventures, its employment policies, youth tobacco education efforts, and an acknowledgment of its past mistakes.


Audio/Visual sound, color

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